Monster Beverage plans to launch a protein-rich energy drink range called Muscle Monster in 15.5oz cans, as well as a zero-calorie, zero sugar energy option, in H1 2013.
Monster trailed both launches in an investor presentation last December – the slides are accessible through this US Securities & Exchange Commission (SEC) Filing , which shows that the firm initially planned to call its protein-enriched product ‘Protein Monster’ (see cans right).
According to Beverage Business Insights, Muscle Monster will contain 25g of protein formulated alongside Monster’s existing energy drink ingredients blend, and will come in chocolate, vanilla and coffee flavors.
During the investor presentation, Monster also revealed another brand extension: a zero-calorie, zero-sugar product called Monster Energy Ultra Pink (in a pink, apparently female-friendly can, see above), while the firm is varying its mix with a new 12-pack of 8oz. cans called ‘Monster Minis’ (see below) from Q1 2013.